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Please use this identifier to cite or link to this item: http://hdl.handle.net/1959.3/94308
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- Church marketing: an investigation of the role of perceived market orientation in church participation
- Mulyanegara, Riza Casidy; Tsarenko, Yelena; Mavondo, Felix T.
- Over the recent years, the concept of market orientation has become an attractive avenue for research in marketing. However, despite an array of theories, a systematic framework investigating the role of market orientation in non-profit organizations remains limited. Through the integration of concepts from strategic marketing and religion literature, the study put forth a comprehensive model that explains the role of market orientation in church participation context.
- Publication type
- Conference paper
- Proceedings of the World Marketing Congress of the Academy of Marketing Science, Oslo, Norway, 22-25 July 2009
- Publication year
- Church marketing; Church participation; Churches; Consumer participation; Customer orientation; Houses of worship; Market orientation; Marketing; Ministries; Nonprofit organisations; Perceived benefits; Religious organisations
- Academy of Marketing Science
- Publisher URL
- Copyright © 2009. This work is reproduced in good faith. Every reasonable effort has been made to trace the copyright owner. For more information please contact firstname.lastname@example.org.
- Full text
- Peer reviewed